How do you see the relationship between fashion and rap music today?
The relationship between fashion and rap music is just as strong today as it was back when hip-hop first started. Today, the fancy kids in rap music want to look like the artists, fashionistas and stylists. They want to dress like them. And powerhouses like Adidas speak to people today. You can easily see people following our trends.
Do you think there are any specific symbols and messages of true rap fashion?
In true rap fashion you can feel the energy and attitude of what’s going on in music. In true style you can see anarchy, you can see the rebelliousness, and the individuality of the kids wearing it.
Do you think fashion influences music, and vice versa?
I think they both work hand and hand together. People look to artists for what they bring musically, and also for what they bring to the fashion industry. For some fans, the fashion is more important than the music, and sometimes it’s the other way around. That’s what I’ve noticed, especially with the younger kids.
You have already worked on three projects with Adidas. Why did you decide to start working together?
I have always seen Adidas as synonymous with culture, especially when you think about the history of Adidas in rap music. Working with them was an opportunity for me to be a part of this history. And each of the 3 sneaker projects was an incredible experience.
"For some fans, the fashion is more important than the music, and sometimes it’s the other way around. That’s what I’ve noticed, especially with the younger kids."
What was the inspiration for this sneaker?
My inspiration for designing sneakers always comes from the street, and from how I connect with the people I meet. We’ve been playing with the nineties era, not as a strict guideline, but just teaching people how to take things from the nineties and apply them to the future.
What was your role in the creative process?
I feel like the most recent sneaker is an evolution of the first. I finally got a chance to use all the creative technology, including Boost, Primeknit, and different nuances. I was just bringing the historic colour palette to the table.
You have also worked with artists such as Jay-Z and Kanye West. Do you think partnerships are the key to success?
No, I don’t think so, not to that extent. I feel that they are only successful when they make sense. Take me and Adidas; this is the only partnership that makes sense to me.
By Anthony de Pasquale
Photo : Alexandra Weiland
Photo : Alexandra Weiland